Social Impact at RTRFM

Contents

2 14 29 Social Impact Education RTRFM Values and Areas of Impact

4 16 Broadcasters, Creative Hub 29 Listeners and Consolidation the Community of Values and 18 Social impacts Economic 6 Local 30 Representation 22 Influence Personal Impact and Change

8 Influence 24 30 and Change RTRFM by Framework of the numbers Social Impact

10 Community 26 32 Impact Appendices Graphs and Charts

12 26 Representation Research 36 of Diversity Methods Endnotes

Social Impact at RTRFM 1 Social Impact

RTRFM ‘The Sound Alternative’ is a -based community radio station with a strong sense of purpose and an identity built over 40 years of successfully broadcasting a diverse range of innovative music and talks programing.

The station – its board; its management, staff and The RTRFM Social Impact Report is the result of volunteers; its subscribers; its external stakeholders a collaboration between the station, WACOSS and its listeners – share an appreciation of that and Murdoch University. WACOSS designed the identity and support its purpose. study and conducted workshops with RTRFM board members and volunteers, who then That purpose is to make an impact in the Perth gathered the data required. WACOSS Project community and beyond – whether in the Leader Stuart Reid and Murdoch University promotion of local music arts and culture, researcher Dr Simon Order analysed the data or in awareness of and action in regard to, from listener surveys, focus groups and local, national and international issues. stakeholder interviews to compile the Report. After 40 years of operation, everyone involved The key finding is that there are significant social believes that RTRFM is making an impact, but to impacts in each of the areas we investigated. date there has been little evidence about what that These areas are Local Representation, Influence impact might be. As a result, RTRFM, with financial and Change, Community Impact, Representation support from Lotterywest, commissioned a team of Diversity, Education, Creativity, Economic and from the WA Council of Social Service (WACOSS) to Personal Impact. design a model for better understanding the nature of that impact. In each of these areas the impacts were overwhelmingly positive, with widespread agreement from study participants about the nature of those impacts.

2 Social Impact at RTRFM If one feels isolated through whatever disadvantage or things that are going on for you then RTRFM is a source of not only company but information, so it’s really important. It brings a whole range of people together from various walks of life.” Viv Palcic, Subscriber, 2018

Social Impact at RTRFM 3 Broadcasters, Listeners and the Community

One of the first things that became clear from the data was the extent to which RTRFM is a real community; a community inclusive of diverse stakeholders (volunteers, subscribers, industry partners and listeners).

Social impact is demonstrated externally with It’s a symbiotic relationship. The circular nature of the listeners and, at the same time, within the RTRFM relationship means listeners and broadcasters are station community. There is a relationship between reinforcing the values and social impact of each other. the broadcaster and the listeners who both feel Significantly, there are a large number of these themselves part of the RTRFM community – a listeners. An estimated 262,000 people aged community with a set of shared values. They are 15+, or 17% of all Perth people aged 15+, listen to echoes or ripples of one another, interrelated unlike RTRFM at some time in a month1. That’s significantly any other medium. more listeners than government-funded national Participation in the radio station leads to personal broadcast stations such as ABC News Radio (16%) growth as people learn more about their interest and ABC (10%). in order to broadcast about it. They expand In investigating the social impact of RTRFM, we are their knowledge, their understanding and share exploring the nature of this community of listeners that knowledge and understanding with their and broadcasters, with a particular focus on what audience. There is a shared experience between changes as a result of their participation in this the volunteer broadcaster participant and the radio community. What is it about this community radio listener participant. station that is making a difference in people’s lives and in the society around them?

RTRFM creates meaningful connections

11.6 hours 42,000 262,000 per week for your wake up with RTRFM tune in to RTRFM average RTRFM listener Breakfast radio each month.

4 Social Impact at RTRFM So local. So relevant. I get to hear about people who fight to protect what I love.

Social Impact at RTRFM 5 Local Representation

As a broadcaster to the Perth metropolitan area, RTRFM’s major focus is on the local community. It reflects the culture, music, interests and issues of the local community to the local community.

As a broadcaster made up of diverse program In the industry and volunteer focus groups there presenters, many with global perspectives was unanimous agreement about the significance on their areas of interest, it brings the world of RTRFM as a launching pad for new and emerging to Perth audiences. musicians, bands and producers, with numerous specific examples quoted. Equally important, As an online platform and digital broadcaster, they also agreed on the significance of RTRFM RTRFM represents Perth to the rest of the world. in maintaining Perth’s vibrant local music scene RTRFM’s local identity was a recurring theme in through promotion of the local gigs and recordings interviews, focus groups and survey responses. of local musicians, both established and new. It represents the diversity, the quirky and unique RTRFM’s local impact was not limited to the music Perth character; it is the soul of not just the local scene. RTRFM is one of the main voices for arts and arts scene, but every part of the community; it’s a culture in WA and breeds and grows that all the one stop information hub for local culture. Others time was a view frequently expressed. In particular, referred to it as binding the musical scene and RTRFM’s role as ‘curator’, making selections and culture, supporting the nurturing and discovery of providing reviews of local music, arts, culture and independent art and being the community glue. cinema, was a recurring theme. Representation of local music was the strongest Respondents and interviewees also identified theme to emerge across all stakeholders with many RTRFM’s importance in local community activism describing RTRFM as a platform for local musicians and awareness-raising around issues in the local and their music. community. [RTRFM is…] the voice of the local residents delivering information (music, news, and everything else) to other locals.

As a result of listening to RTRFM, When I listen to RTRFM, I feel proud of my city / state I learn what is going on in my community 300 600

500

200 400

300

100 200

100

0 0 Never Once A few Often Very often Strongly Disagree Not sure Agree Strongly times disagree agree

6 Social Impact at RTRFM RTRFM most-played tracks 2018

73% 10% 17% WA artists interstate artists overseas artists

63% 27% 10% female artists or male artists or male/female duos female-fronted acts male-fronted acts Social Impact at RTRFM 7 Influence and Change

RTRFM’s role as an active, engaged, progressive and influential community agent was identified by Board members and volunteers as being an important part of the station’s identity and its values.

But how much impact does it have in bringing With social media becoming increasingly important about social, political cultural or environmental for social and political engagement, it was also change? Does it ‘add value’ to other organisations significant that 29% said they had taken part in a or does it initiate or sustain change? social media campaign ‘a few times’. For a radio station, the key indicators of influence Another indicator of influence is the degree to which would be changes in the behaviour of, or action listening to RTRFM leads people to discuss what they taken by, listeners. Indications from RTRFM survey have heard on air with a friend or colleague (less respondents indicate a very high level of response than 3% of the 856 respondents had never done so!) to hearing things on the station. Similarly, nearly 88% of respondents had taken the effort to find out more about a subject or issue as a For example, more than half of respondents (57%) result of something they heard (and 79% had done had taken action on a social justice or political so more than once.) issue as a result of listening to RTRFM. This is an extraordinarily high percentage given the generally While it is not possible to measure how much ‘passive recipient’ nature of radio listening. It change in society has come about from RTRFM indicates something about the listeners attracted broadcasts, it is clear that by providing an outlet to RTRFM. They say they appreciate RTRFM as a for people and organisations working on change platform for ‘open conversations’ and ‘for voices to reach like-minded people willing to take action, that are often unheard’, as a ‘mind-engaging RTRFM has played an influential role and continues media which fosters a sense of community’ and to make significant impact. as an ‘alternative to mainstream media’. But it also indicates that the broadcasting was sufficiently engaging to lead 489 of the 855 respondents to take action – at least once and mostly a few times.

As a result of listening to RTRFM, I took As a result of listening to RTRFM, action on a social justice or political issue I took part in a social media campaign 400 500

400 300

300 200 200

100 100

0 0 Never Once A few Often Very often Never Once A few Often Very often times times

8 Social Impact at RTRFM RTRFM delivers mind-engaging media which fosters a sense of community. Social Impact at RTRFM 9 Community Impact

As a broadcaster to the Perth metropolitan area, RTRFM’s major focus is on the local community. It reflects the culture, music, interests and issues of the local community to the local community.

The SPIRIT that flows through the whole organisation Interview respondents also talked about RTRFM as a and out into the listening community - it flows local family, bringing like-minded people together, a through all the disparate contributors, including sense of unity and collaboration for the greater good all office staff, volunteers on phones, and the by a group of committed and passionate people. extraordinary volunteer program presenters with Of all the themes to emerge within community their very different specialties. It’s a quintessential impact, a sense of connectedness among RTRFM manifestation of ‘community’ that unites a huge study respondents, was by far, mentioned the most range of elements into a joyful vibrant mix. often. One interviewee talked about the glue which These poetic and expressive words of one RTRFM binds all the disparate elements of art in Perth. interview respondent are echoed by the online Others mentioned the station as a focal point… survey responders, 747 out of 936 (or almost 80%) for events, as a volunteer organisation [and] as a of whom said they ‘feel part of a community’ – training hub. which is a remarkable response. RTRFM is an open community forum, where listeners, volunteers and stakeholders can positively engage When I listen to RTRFM, I feel part of a community at various levels. It’s a quintessential manifestation of ‘community’ that unites a huge range of elements into a joyful vibrant mix. There is a perceived 400 collaborative power, connecting and enabling those with similar interests. 300 In a similar vein, there is evidence of the reduction of community loneliness and the ‘Joy of Social 200 Connection’2 that community radio offers. A number of RTRFM interviewees indicated a sense of belonging, togetherness and support. Others 100 stated a more obvious reduction in loneliness: As a migrant I don’t have many people that 0 Strongly Disagree Not sure Agree Strongly I can share nice moments with but I know disagree agree that RTRFM is always there for me. RTRFM is like family to me. It is also the main source of events for my social life.

10 Social Impact at RTRFM When I listen to RTRFM, I feel like I am not alone 400

300

200

100

0 Strongly Disagree Not sure Agree Strongly disagree agree

The research finding that ‘Community broadcasting in Australia should be valued as a medium to reduce social isolation and enrich community cohesion,’3 is clearly confirmed from the listener survey and stakeholder interviews as applying to RTRFM, and is an important aspect of RTRFM’s social impact. Collaboration for the greater good by a group of committed and passionate people.

Social Impact at RTRFM 11 Representation of Diversity

In line with the codes of practice for community radio in Australia, RTRFM is committed to ‘promote harmony and diversity and contribute to an inclusive, cohesive and culturally-diverse Australian community’4.

Representation of cultural diversity is seen by all The diversity found at RTRFM is applauded by stakeholders – the station’s board, its volunteers survey respondents who talk about the celebration and the listeners and others surveyed – as a of diversity because it widens your world view. It significant component of RTRFM’s social impact. encourages you to celebrate different things and people and you start to explore different parts Diverse representation of gender, sexual of yourself. Representation of diversity at RTRFM orientation, people of colour, ethnicity, has the power to make listeners, volunteers and Aboriginality, music taste and many other stakeholders alike, enjoy a sense of inclusivity, communities of interest is widely perceived as equality and respect. There is support for difference integral to the station’s identity and as a vital between people that makes us all unique, and this component in its vibrancy. is the commonality that binds. In the words of one survey respondent, The station is also seen as pragmatically reflecting I love that RTRFM doesn’t try to have one voice, the diverse music and arts scenes in Perth and but makes space for a multiplicity of voices and . It creates a conversation and champions diversity. discussion through the feedback loop of presenter and listener, a unique two-way aspect of community In comparison to mainstream media, community radio. The needs of local music, arts and issues are radio offers a space for the representation of all and represented, hearing from those who are making championing of diversity is a common feature of Perth great in whatever way they can. global community media5. At RTRFM, inclusivity, and giving a voice to the voiceless, are mentioned on Perhaps its greatest impact in relation to diversity numerous occasions. RTRFM is cited as a place of is in modelling the positive benefits of diversity cultural refuge for the voiceless, offering access to the through its broadcasters, its programing and in it marginalised, minority ethnic, political or other groups openness to diverse communities of listeners. not adequately represented by the mainstream. [RTRFM] provides and promotes safe spaces for minority/oppressed groups in all aspects of arts and politics in an increasingly hostile overall environment for minorities/oppressed peoples.

12 Social Impact at RTRFM RTRFM’s always active in looking for different viewpoints, in being progressive, in the solidarity, in the alternative views and culture… All these alternative points of view means that everybody gets a voice. Harvey Rae, X-Press Magazine, 2018

Social Impact at RTRFM 13 Education

Community radio is unique. As well as informing listeners, it ‘enables active participation by [the] community in station management, programming and general operations’6, including broadcast education for volunteers7. This two-fold educational impact of community radio is highly visible at RTRFM.

When I listen to RTRFM, I am better informed Listeners said they heard life-changing music about the local arts and music scenes and were passionate about the specialty music 500 programs. RTRFM created awareness on all issues music, represented diverse sounds, the promotion 400 of original local music and growing local music. The listener surveys tell a clear story with 91%8 indicating 300 they were better informed about the local arts/ music scenes.

200 Increased awareness of stories also featured strongly with interviewees saying that RTRFM was 100 bringing the community together to discuss issues people otherwise wouldn’t bring up. They were spreading little stories…discussing our local content. 0 Strongly Disagree Not sure Agree Strongly An important point of difference about RTRFM for disagree agree study participants was they were able to get views unbiased by commercial consideration with local and international content. Listeners clearly want to For the listeners, RTRFM’s ability to raise their be informed, especially about local issues. awareness of music, stories and events came through as a positive social impact. According to the online listener survey RTRFM is informing well. 67%9 agreed or strongly agreed Increased music awareness was easily the most they were better informed about current affairs, common message from study participants and is the environment and social issues (surprisingly high a recurring theme in the 10,000 online messages given the assumption that significant numbers are received by the RTRFM studios over the past tuning in for specialty music programs.) couple of years.

Without the support… in my formative years at the station, I’m certain I would not be where I am today. Gemma Pike, , 2016

14 Social Impact at RTRFM Focus groups identified a number of high profile When I listen to RTRFM, I am better informed about current affairs, the environment and social issues national and WA broadcasters who began their 600 careers at RTRFM. Like many community radio stations, RTRFM has strong links with University and TAFE courses to facilitate radio internships for students. One member 400 describes RTRFM as playing an essential paddling- pool role that people wouldn’t be able to swim if we didn’t paddle first. The station is a radio talent 200 development hub, not only for presenters, but also for producers, sound designers, journalists, marketers, business developers and administrators. Many go onto to full blown careers in the media industry. 0 Strongly Disagree Not sure Agree Strongly RTRFM’s education role is a major contributor disagree agree to its overall social impact.

Broadcast education is a feature of RTRFM. Volunteers attend training and feel supported as aspiring broadcasters. Volunteering at the station can give students a real life experience and offers anyone who is looking for an opportunity to explore the world of radio.

RTRFM informs listeners

67% 91% 36% were better were better listen to RTRFM informed about informed about local due to talk-based, current affairs arts and music informative content

Social Impact at RTRFM 15 Creative Hub

What’s critical to [the] wellbeing of communities and cities [and] how can they function most successfully, [is] we develop that sort of creative milieu. Vibrancy, connections and your talent pools and quality of place, those are… really critical factors. RTRFM plays a really important role in the connectivity of the sector and how it then also connects with other factors, sectors and audiences.

RTRFM functions as a vital showcase and enabler for creativity in Western Australia. There simply isn’t another radio outlet for local creative arts, independent national arts and music. WA would be a much poorer place culturally without the station. Some have described RTRFM as acting as a forum/ launch pad for …artists and genres, or a cultural gang for everything that’s happening locally and the bringing together of creative peoples. The station has definitely launched careers and continues to sheds light on…the local music community and songs that people might not have heard. The reach of the creative hub at RTRFM is extensive but unquantifiable because of the array This kind of local opportunity, connection and of networks of connectivity that exist and spring talent development is the hallmark of RTRFM. They into being because of the station. One particular are creating culture in some senses. For example, story exemplifies this connectivity and grass roots the station operates the RTRFM Local Music creative development. One of the long-standing Hub10, where local artists can upload biographies, presenters explains: photographs, discographies, music links and contacts. The Hub also links to other stories about We would talk a bit about jazz [Giant Steps Jazz the artists that exist on the website. It provides program] and then one day she said ‘my son’s instant exposure and free listing for any artist. The learning piano’ and we talked a bit about what portal also provides an important archive of local teacher he might go to… From there he…got into music culture that otherwise might get lost. WAAPA, into the jazz program… got plugged into the right teachers, into the right people, and RTRFM has a real role in… providing publicity and [now] is this great… awesome young musician, reach but also supporting with events, spotting great player and composer. And then [he] came and identifying new talent and… that supportive back to the fold, [as a] Giant Steps presenter… recognition and [the] growth of careers. where he also did a really good job.

16 Social Impact at RTRFM The View from Here11 is another example of in-house creativity at the station, where local bands, RTRFM and RTRFM has a real website Story12, have teamed up to produce a ‘long-running video series to highlight local bands in role in. providing unique and special locations’13. publicity and reach but The Artbeat program also exemplifies the commitment to creativity found at RTRFM. Artbeat is a weekly look at the also supporting with world from the perspective of the artist, the curator, the viewer, the people that fund it and those who cannot live events, spotting and without it… it’s the intersections between art and all aspects of life that we love14. identifying new talent RTRFM takes pride in coverage of all things arts at the local and global level. Like its passion for local music, its and. that supportive commitment to the arts helps sustain a vibrant community recognition and [the] of local practice and creative development. The social impact of the creative hub at RTRFM most definitely growth of careers. exists for the participants in this study, in a variety of ways, but as one member points out, it also appears at the more obvious Rebecca Eggleston, public level. Creativity is shown in the way there’s always a turnover of really interesting new shows, really interesting new FORM, 2018 shows and niches, even within shows, shows within shows. The impact is tangible for all, as demonstrable positive outcomes in lives, and importantly, the creative milieu of Western Australia. RTRFM promotes local artists

841 728 52 artists were promoted artists were promoted local feature albums via live sets at via on-air interviews were promoted RTRFM events or live sets

Social Impact at RTRFM 17 Economic

The primary economic impact of RTRFM is in the music, visual and performing arts industries in Perth.

These industries represent a very small proportion When I listen to RTRFM, I am better informed of the employment in Western Australia – with about the local arts and music scenes about 5,000 people (including administrators 500 and other ‘non-artists’) employed in the Perth metropolitan area. However, the total economic 400 impact is considerable with the total economic effect being $331 million made up of an initial $126 300 million and a flow-on of another $205 million.

The small scale of the local industry means that 200 a broadcaster that makes local music and arts promotion a priority can have a disproportionate 100 impact on the sector. We don’t have major record labels, major recording studios, publishing houses; 0 we don’t have a Harbour Agency or Premier Artists, Strongly Disagree Not sure Agree Strongly where people who work for those companies are disagree agree hanging out in our live music venues checking out the talent. Therefore the best chance they have is of Typical of responses from interviews and surveys having a great profile, loads of radio play, people were comments about RTRFM: coming to their shows, which they will do if they’ve heard them on the radio. Creating a music scene and community. RTRFM’s ‘strong focus on the arts (and) culture’ and Showcasing amazing local music and talent its commitment to ‘champion local music’ is key to a global audience. to its identity and purpose.15 It is very clear from It mirrors the vibe of the new and constantly the survey responses, stakeholder interviews and amazing local Perth music scene, plus allows focus groups that this role is recognised and highly for the old. valued. A scan of nearly 10,000 interactions on the studio email further confirms its importance, It’s a big part of the music scene, even with the particularly to musicians seeking airplay and to gigs RTRFM put on, it’s all really important because listeners who bought music they heard. what it does, it promotes local bands, artists.

The industry focus group was more concrete about specific economic benefits.

Obviously RTRFM is a major component… in driving tours - export tours if you want to call them that - for local bands going national or international and generating revenue through tours that come inbound from overseas or interstate. Without being able to quantify the impact that RTRFM has, I’d say it’s a very big component of the music industry success in WA contributing to the local economy.

18 Social Impact at RTRFM Anybody who gets played on RTRFM is more As a result of listening to RTRFM, I bought tickets or went to a concert, play or other cultural event likely to sell tickets to a show; anyone who gets 400 talked about in an arts sense is probably going to create some more interest and drum up more interest. It’s a real grassroots thing much in the 300 way much in the way social media is, I think, RTRFM, it helps you build an audience from the bottom up and that in turn creates financial 200 impact and financial impact in turn employs a lot of people and keeps the wheels of the economy turning over even in tough times like the tough 100 economic climate we’re in now. The industry focus group pointed to an increasing 0 importance for RTRFM with the decline in WA street Never Once A few Often Very often press and changes to arts and music reviewing in The times West Australian.

There really are less and less avenues for people As a result of listening to RTRFM, to be able to find out about this sort of thing I bought music that I heard on air and RTRFM really is a trusted way for people to 300 continue doing this… The closeness of the relationship between broadcasters and musicians/performers was also 200 clear as a number for participants in interviews and focus groups were both presenters and industry participants. As one focus group participant said, you find a lot of people leaning on RTRFM 100 to promote their services and in essence it’s a community bonding thing because everybody holds hands, everybody subscribes to Radiothon, RTRFM supports them in return and it becomes a 0 Never Once A few Often Very often community building scenario and if that’s not good times for the economy I don’t know what is.

Over 2,500 musicians a year engaged with RTRFM – performances, interviews, sponsorship and local feature albums. Many more have their music played.

Social Impact at RTRFM 19 The value of RTRFM is not limited to individual More importantly, the listener profile is significantly musicians and bands promoting their music. The different from the overall Perth demographic in Perth Symphony Orchestra, for example saw a ways that make them a more economically relevant unique value in RTRFM. audience for potential subscribers. Significantly more listeners are: male (70% compared with 50% “(Our) challenge was to be able to reach a for Perth); married/partner, no children (29% cf. much broader audience and also an audience 16%); work full time (52% cf. 38%); professional, that loved music. We’ve performed with Helen business manager or executive (32% cf. 21%). Shanahan, for example, and Justin Burford, and They are also significantly over-represented in the Matthew Allen, and many, many more, shortly income brackets $40,000-$59,999 (22% cf. 13%) and performing with Timothy Nelson, and so knowing $60,000-$99,999 (29% cf. 22%). that your listeners like those artists and that we can connect with them means that I have a direct It was beyond the scope of this study to determine link already; that the audience that listen to RTRFM an economic value or return on investment to are probably going to be slightly more open to former and current sponsors of RTRFM. However the idea of Perth Symphony Orchestra because the continued use of the station, particularly by we’re aligning with people they know.” commercial and other promotors of music arts – Bourby Webster, Perth Symphony Orchestra and other cultural events, including independent cinema, is an indication that it is working for them. The other area of potential economic impact is in the opportunities provided to commercial It’s obviously a lot more affordable for small businesses to promote themselves through businesses to be able to market through RTRFM sponsorship of the station. It certainly has the ability than it is through some of the bigger players. to reach a really wide audience… but something – Mark Partridge, Badlands Bar, 2018 quite tailored if you know what I mean, something In summary, the economic impact of RTRFM quite specific. (especially in the music, visual and performing The audience profile as identified in the McNair arts) is clearly significant but very difficult to Anderson Survey confirms the potential of the station quantify. The impact in business growth through to be major contributor to the growth of businesses use of sponsorship as a component of commercial that take out sponsorship on the station. With 72,000 marketing, while probably important for some listening each week (and 262,000 individual people sponsors, is likely to be much less than the potential listening in a month), RTRFM is reaching 5% of Perth value of the audience to marketers would imply. over-15s each week and 17% each month.

20 Social Impact at RTRFM It’s a very big component of the music industry success in WA.

Social Impact at RTRFM 21 Personal Impact

One of the core values of RTRFM identified by volunteers and board members was the notion of character, with passion, integrity and engagement being components leading to trust in the station. Those participating in this social impact study confirmed the importance of these themes, revealing the astonishing personal impact of RTRFM.

Of all the data collected via the interviews and The RTRFM feel-good factor is experiential, life- the focus groups, the theme of personal impact, affirming and strongly positive. Some go as far as generated the most positive comment. In particular, saying: the word real was a repeated motif. RTRFM has changed my life, RTRFM is like my own Reality. real people, reaching out and being real! personal radio station, [and] it brings colour to my IT’S PERTH! IT’S REAL. life. It provides a soundtrack that genuinely, no hyperbole, makes my life a more beautiful thing. Hearing real people on air who are not selected for irrelevant reasons allows young kids to grow These kinds of comments were common among up in a community where ideas are more honest, interviewees and focus groups during the study. open and educational. Those involved had a sincere belief that RTRFM made their world a better place. They mentioned That raw and real ‘human’ feeling that certain their strong links with presenters who bring forth presenters really nail. Their style and their a fantastic, expanding and infectious love of our delivery, more often than not, has me saying, community, who keep it honest and true. ‘That’s so bang on’. Listeners and volunteers alike, were also keen to talk As a result of listening to RTRFM, about the comfort, nurture, compassion and support I felt relaxed and happy that RTRFM brought to them personally. This positive 500 personal impact was also emphasised in the online listener surveys. Eighty-six percent16 ‘agreed’ or 400 ‘strongly agreed’ that RTRFM made them feel better. 300 When I listen to RTRFM, I feel better 500 200

400 100

300 0 Never Once A few Often Very often 200 times

100 The online listener surveys reinforce these kinds of sentiments. As a result of listening to RTRFM 84%17 0 of all participants indicated they felt relaxed and Strongly Disagree Not sure Agree Strongly happy (often or very often). disagree agree

22 Social Impact at RTRFM The impact can be especially important for otherwise isolated listeners. One volunteer It consistently and frequently, broadcaster summed up an experience common to via the extensive knowledge the others in the focus group: I have folks who call regularly during my show and you just know that and expertise of the whoever they’re listening to on air is their family and that’s pretty special. programmers and presenters, In summary, the evidence shows that RTRFM has a provides a soundtrack that tangible and overtly positive personal impact on the lives of its stakeholders, volunteers and listeners genuinely makes my life a alike. Out of 849 respondents, 339 actually said that more beautiful thing. I really do as a result of listening to RTRFM they had made a decision that changed their lives. With 262,000 have a lot of pretty meaningful people listening every month, this kind of personal impact amounts to a significant social impact in moments to thank RTRFM for. own right. Demelza Rogers, Listener

RTRFM content impacts its audience

84% 84% 40% felt relaxed and said they learned were prompted to happy as a result of something they now make a decision that listening to RTRFM use in everyday life changed their lives With 262,000 people tuned in each month – that’s a lot of lives changed.

Social Impact at RTRFM 23 RTRFM by the numbers Statistics derived from RTRFM 2017 Listener Survey

RTRFM listeners tune in because.

75% 92% 41% 57% alternative to listen for listen for the listen for the commercial radio the music talks content community focus

I have subscribed to RTRFM for. 21% 26% 21% 31% less than between one between four for seven or one year and three years and six years more years 90% of listeners take out subscriptions solely to support the station. Legends.

of listeners took action on a social justice or political issue 57% as a result of listening to RTRFM.

24 Social Impact at RTRFM of listeners bought music that they heard 88% being played on air. of listeners say they enjoy music played on RTRFM which 95% they would otherwise not hear. When I listen to RTRFM.

66% 60% 86% 90% feel better feel like learn more learn about informed about they are about the music local culture current affairs not alone they like and arts

say listening to RTRFM makes them feel like 85% part of a community.

Social Impact at RTRFM 25 Appendices

Study conducted by: Western Australian Council for Social Service (WACOSS)

Research Methods

1. RTRFM Values and Impact workshops conducted 4. Online listeners’ survey conducted post-2017 by WACOSS with RTRFM board members and Radiothon with subscribers, who were asked volunteers to establish the core values of RTRFM a range of questions with limited (tick-box and the areas of recognizable social impact. style) answer options. Questions were primarily These core station values and social impacts listener-orientated such as: How do you engage would inform the open-ended interview (2) and with RTR? Why do you listen to RTRFM? There focus group (3) questions. See ‘RTRFM Values were also questions that directly addressed the and Areas of Impact’ below. perceived social impact of RTRFM with space for open-ended text entry on certain questions such 2. Nineteen open-ended interviews1819 with as: As a result of listening to RTRFM, I… The most community radio stakeholders were conducted important impact RTRFM has in our community is… on the perceived social impact of RTRFM in Perth, Western Australia (2017-2018). Participants were 5. ‘Listening to RTR FM 92.1 (FM/DAB+)’ – The also asked about how social impact and aspects National Listener Survey McNair Ingenuity26- of the station’s performance could be improved. Survey 2017 Wave #1 July 2017. This survey Participants came from the following groups: examined the audience reach of RTRFM, the local music industry, community organizations, audience demographic including such things RTRFM sponsors20, RTRFM subscribers21, RTRFM as: gender and age demographic, occupational members22, local musicians and RTRFM listeners. status, education and intent to purchase. This data is significant because it represents a realistic 3. Two focus groups23 comprising eight mixed population segment, reached by RTRFM. Social RTRFM stakeholder participants asking about the impact is rendered visible by the other methods perceived social impact of RTRFM (2017-2018). (1, 2 and 3 above) and represented by the One focus group was comprised of industry relatively small number of study participants. This participants and one of RTRFM volunteers24. listener demographic data, however, indicates Participants were asked about the ‘unique value how that same social impact is actually affecting proposition’25 of RTRFM, the social impact of the much bigger listener reach. RTRFM, the ways that RTRFM is important to the local music and arts industry, listeners, venues and events. The focus groups were framed as organic free-flowing conversations, exploring examples and anecdotes about the social impact of the community radio station. Participants were also asked about how social impact and aspects of the station’s performance could be improved.

26 Social Impact at RTRFM Social Impact at RTRFM 27 RTRFM’s ‘strong focus on the arts (and) culture’ and its commitment to ‘champion local music’ is key to its identity and purpose.

28 Social Impact at RTRFM RTRFM Values and Areas of Impact

RTRFM Values and Impact workshops were conducted by WACOSS with RTRFM board members and volunteers to establish the core values of RTRFM and the areas of recognizable social impact. These core station values and social impacts are initial themes that would inform the open- ended interview and focus group questions.

Consolidation of Values and Social impacts In the process of data analysis a review of the twenty initial values and social impacts was conducted to consolidate salient ideas under ‘higher level meaning constructs’. This consolidation followed a generic descriptive interpretative27 approach. As a general guiding principle, the researchers agreed that the preservation of meaning from the source studies was essential. The final group of eight social impact values encompassed the initial themes and took account of emerging themes occurring during the data analysis process. This final group of eight was the Social Impact Framework that researchers used to structure the data and give a coherence to the final report. RTRFM Core Values Diversity Community • Outside the mainstream • Diversity • ‘family’ • Challenging mainstream • Inclusivity • Local focus • Leftist • Equality • Compassion • ‘Socialist’ • Acceptance • Nurturing • Solidarity • Openness • Kindness • Environment • Open minded • Supportive • Custodianship • Unheard viewpoints • Friendship Creativity • LGBTIQ • People • Creative expression • Indigenous • Importance of unique • Artistic merit • Radical personality • Creativity • Platform for obscurity • Trust our listeners • Local arts/culture • Respect/Respectful Active Informative Character • Independence • Story • Integrity • Free from inappropriate • Learning • Curiosity commercial influences • Educational • Engaged • Investigative • Aim to uplift our audience • Passionate • Informed • Opportunity • Common sense • Freedom of speech/views • Positive • Media • Aware • Content • Coolness • The alternative • Community • Alternative views/media/ • Social culture • Advocacy • Progressiveness

Social Impact at RTRFM 29 Influence and Change Framework of Social Impact

Entertainment – I enjoyed it 1. Representation of Diversity a. Inclusivity and respect Education, Information, Self-Improvement – b. Equality I learnt something c. LGBTIQ, Indigenous, Radical Engagement with Music – 2. Community Impact I heard music I was interested in a. RTRFM ‘Family’ Platform for relevant/important discussion – b. Companionship, reduction in isolation I heard something I thought I should know about c. ‘Connectedness’ d. Independence, freedom of speech Influence & Change – e. Alternative/challenging to the mainstream My views shifted and I did something as a result f. Environmental Representation – 3. Creative Hub I recognised my story on the radio a. Enable creative expression Economic b. Showcase artistic merit c. Development of creativity • business – I grew my brand and made some money 4. Educational • arts industry – We increased patronage of and a. Story awareness interest in the arts or particular artists/art events b. Events awareness • music industry – We got more people to our c. Music awareness gigs, more downloads, more sales d. Training/self-improvement/volunteering

Companionship, isolation/connected to a 5. Influence and Change community – I feel a part of something when I a. Ideas, views listen b. Direct action

Promotes WA stories to the rest of WA & the 6. Economic world – Where is this place? I’m interested a. Business sponsors b. Arts industry Challenge & Comfort – Sometimes it makes me c. Music Industry feel good, other times it makes me think 7. Local Representation Nurturing local talent – I got some new skills and a. Music more people interested in what I do b. Arts, Opportunities for work/volunteer roles – I learnt c. Cultural new skills, built my CV and had fun d. Issues

Adding to the event culture of Perth – Perth is a 8. Personal Impact better place because RTRFM connects us with all a. Comfort, nurture, compassion, support that is going on b. Challenge c. Entertainment Personal Impact – Listening to RTRFM makes a d. ‘Character’, trust difference to me

30 Social Impact at RTRFM Social Impact at RTRFM 31 Graphs and Charts As a result of listening to RTRFM, I took As a result of listening to RTRFM, I bought tickets action on a social justice or political issue or went to a concert, play or other cultural event 400 400

300 300

200 200

100 100

0 0 Never Once A few Often Very often Never Once A few Often Very often times times

As a result of listening to RTRFM, As a result of listening to RTRFM, I found out how I took part in a social media campaign to make contact with others who share my interests 500 500

400 400

300 300

200 200

100 100

0 0 Never Once A few Often Very often Never Once A few Often Very often times times

As a result of listening to RTRFM, As a result of listening to RTRFM, I discussed I felt relaxed and happy what I heard with a friend or colleague 500 400

400 300

300 200 200

100 100

0 0 Never Once A few Often Very often Never Once A few Often Very often times times

32 Social Impact at RTRFM As a result of listening to RTRFM, As a result of listening to RTRFM, I learnt something I used in my own life I bought music that I heard on air 400 300

300 200

200

100 100

0 0 Never Once A few Often Very often Never Once A few Often Very often times times

As a result of listening to RTRFM, I took the As a result of listening to RTRFM, effort to find out more about a subject or issue I made a decision that changed my life 400 600

500 300 400

200 300

200 100 100

0 0 Never Once A few Often Very often Never Once A few Often Very often times times

As a result of listening to RTRFM, I feel proud of my city / state 300

200

100

0 Never Once A few Often Very often times

Social Impact at RTRFM 33 When I listen to RTRFM, I enjoy When I listen to RTRFM, music I would not otherwise hear I feel part of a community 600 400 500

400 300

300 200 200 100 100

0 0 Strongly Disagree Not sure Agree Strongly Strongly Disagree Not sure Agree Strongly disagree agree disagree agree

When I listen to RTRFM, When I listen to RTRFM, I hear interesting stories I learn what is going on in my community 500 600

400

400 300

200 200

100

0 0 Strongly Disagree Not sure Agree Strongly Strongly Disagree Not sure Agree Strongly disagree agree disagree agree

When I listen to RTRFM, When I listen to RTRFM, I am better informed about I feel like I am not alone current affairs, the environment and social issues 400 600

300 400

200

200 100

0 0 Strongly Disagree Not sure Agree Strongly Strongly Disagree Not sure Agree Strongly disagree agree disagree agree

34 Social Impact at RTRFM When I listen to RTRFM, I learn important When I listen to RTRFM, information about the music I’m interested in I feel better 500 500

400 400

300 300

200 200

100 100

0 0 Strongly Disagree Not sure Agree Strongly Strongly Disagree Not sure Agree Strongly disagree agree disagree agree

When I listen to RTRFM, I learn about local When I listen to RTRFM, cultural and artistic activities and events I hear points of view that I agree with 500 500

400 400

300 300

200 200

100 100

0 0 Strongly Disagree Not sure Agree Strongly Strongly Disagree Not sure Agree Strongly disagree agree disagree agree

When I listen to RTRFM, I am better informed about the local arts and music scenes 500

400

300

200

100

0 Strongly Disagree Not sure Agree Strongly disagree agree

Social Impact at RTRFM 35 Endnotes

1. McNair Ingenuity Research Pty Ltd. (2017). LISTENING 15. RTRFM website http://rtrfm.com.au/who-we-are/ TO RTR FM 92.1 (FM/DAB+). Crows Nest, NSW: McNair 16. 729 out of 845. Ingenuity Research Pty Ltd. 17. 720 out of 856 participants. 2. http://www.cbf.com.au/files/2314/8886/0815/The_ Joy_of_Social_Connection_Dr_Order_03_17.pdf 18. Patton, M. 1990. Qualitative Evaluation and Research Methods. 2nd ed. Beverly Hills, CA: SAGE Publications 3. Ibid. (page. 24). 4. Australian Communications and Media Authority 19. Sarandakos, S. 1998. Social Research. South (ACMA). 2008. Community Radio Broadcasting: Melbourne, VIC: Macmillan Education Australia Codes of Practice. Sydney, NSW: Community (page. 266). Broadcasting Group, Australian Communications and Media Authority. 20. Sponsors are individual, or companies who pay for promotion of their services on-air and online. 5. Downing, J. 1984. Radical Media: The Political Experience of Alternative Communication. 21. Subscribers are individuals, families, bands, Boston, MA: South End Press (page.5). or businesses who donate financial contributions to the station. http://rtrfm.com.au/subscribe/ Hackett, R., and W. Carroll. 2006. Remaking Media: The Struggle to Democratize Public Communication. 22. RTRFM members are those who generally have New York and London: Routledge, (page 6). an association with RTRFM, such as a presenter, an employee, or a volunteer. McChesney, R. W. 2004. The Problem of the Media: US Communication Politics in the Twenty-First Century. 23. MacNaughten, P., and P. Myers. 2004. “Focus Groups: New York: Monthly Review Press, (page. 5). The Moderator’s View and the Analyst’s View.” In Qualitative Research Practice, edited by G. Gobo, F. 6. https://www.cbaa.org.au/resource/codes-practice- J. Gubrium, C. Seale, and D. Silverman, 65-79. London: code-2-principles-diversity-and-independence SAGE Publications (page. 68). 7. Order, Simon. 2015, ‘Towards a contingency-based 24. RTRFM volunteers are those who volunteer their time approach to value for community radio’, The Radio in the operation of RTRFM. Journal – International Studies in Broadcast & Audio Media, 13 (1&2): 121-138. Doi: 0.1386/rjao.13.1-2.121_1 25. Hassan, A. (2012). The Value Proposition Concept (page 128). in Marketing: How Customers Perceive the Value Delivered by Firms. International Journal of Marketing 8. 779 out of 854 ‘agree’ or ‘strongly agree’. Studies, 4(3). 9. 578 out of 859 ‘agree’ or ‘strongly agree’. 26. McNair Ingenuity Research Pty Ltd. (2017). LISTENING 10. http://rtrfm.com.au/music-hub/artistband-profiles/ TO RTR FM 92.1 (FM/DAB+). Crows Nest, NSW: McNair Ingenuity Research Pty Ltd. 11. http://rtrfm.com.au/theviewfromhere/ 27. Timulak, L. 2009. “Meta-Analysis of Qualitative Studies: 12. https://fremantlestory.com.au/your-story/event- A Tool for Reviewing Qualitative Research Findings festivals/live-music.html in Psychotherapy.” Psychotherapy Research 19 (4-5): 13. http://rtrfm.com.au/theviewfromhere/ 591-600 (page. 595). 14. http://rtrfm.com.au/shows/artbeat/

36 Social Impact at RTRFM